McDonald's has removed a Christmas advert produced using generative AI following encountering considerable public disapproval.
The short film was produced using AI video tools and was first uploaded publicly for McDonald's Netherlands on 6 December.
Audience Response and Decision to Pull
Soon after it aired, audiences online lambasted the employment of AI in the film. Many described it as "uncanny" and "jarringly assembled".
"This incident represents an key learning as we examine the proper use of AI," commented a statement from McDonald's Netherlands.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of things that can go wrong over the holidays, using the theme "not the most wonderful time of the year".
The Trend of AI Commercials
Adverts that feature generative AI have become a increasing phenomenon among major corporations, notably for the holiday period.
- Coca-Cola has also launched back-to-back AI-created holiday ads.
- Inherent Limitations: As clips produced using generative AI are more likely to become unstable the longer they run, most such clips tend to be about short in length.
- Industry Concerns: The ad also raised concerns about job displacement in the creative industry, with some commenters noting it could affect opportunities for camera crews.
Defense from the Production Company
Following the ad being taken down, a producer's chief executive, Melanie Bridge, defended the project.
According to her, the development took "over a month and a half" and involved creating "countless iterations" which were then shaped afterward "just as we would on any high-craft production".
"This wasn't an AI gimmick," she commented. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the reception for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis received a 61% "favorable response" from online commenters.
However, several companies have also faced criticism for using AI in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "cheap" and "disturbing".
The episode highlights the ongoing debate within the advertising and creative sectors about the trade-off between AI efficiency and audience reception.
